Musab Edriss
Head of Data Science, AI & Analytics
Manama, Bahrain | musab.alameen@gmail.com | linkedin.com/in/musabalamin | musabedriss.com
Professional Summary
I lead Data Science, AI & Analytics for the consumer sector at stc Bahrain — building the team, models, and AI systems behind customer value management, and acting as the sector's applied-AI champion. It caps a 15+ year career in telecom data across the Middle East and Africa, from BI analyst at MTN Sudan to leading analytics at stc.
Key Achievements
- 15+ years in telecom data and analytics across the Middle East and Africa (stc Bahrain, MTN).
- Grew CVM analytics from a single analyst role into a multidisciplinary data science, AI & analytics team.
- Key role in the CVM team exceeding its revenue target by 150%, and contributed to 200% YoY growth in incremental campaign revenue.
- Built an in-house AI enablement layer running 20+ models in parallel with 100% uptime and no licensing cost.
- Delivered AI and analytics use cases across commercial, customer care, insurtech and fintech — including on-premise LLM conversation analytics and propensity-scored insurance lead generation.
- Lifted the prepaid inactivity model's precision in the top 5% from 19.6% to 21.3% with a new social-network feature layer.
Core Skills
- Leadership: Building data science, AI & analytics teams, Roadmap & scope definition, Executive & board-level communication, Vendor & partner management
- ML & AI: Propensity & churn modelling, Anomaly detection (Isolation Forest), Customer lifetime value models, On-premise LLMs & NLP, Agentic AI systems, LLM tooling (Claude Code, MCP), Python
- Growth & CVM Analytics: NBO / NBA, Segmentation & RFM, Churn & retention analytics, Campaign measurement & uplift, Funnel analysis
- Data & Engineering: SQL (Impala / Hive), Cloudera, Airflow, Feature stores & SNA, Data warehousing & ETL, Query optimisation
- BI & Reporting: Power BI (DAX, M), Executive dashboards, Streamlit
- Marketing Tech: SAS Customer Intelligence, SAS RTDM, Real-time decisioning
Professional Experience
CVM & Analytics Expert · leading Data Science, AI & Analytics
- Lead the consumer sector's data science, AI and analytics team — AI and ML solutions, real-time analytics on the data lake, and strategic analyses of retention, revenue gaps, and sales quality.
- Built an in-house AI enablement layer — models, decisioning, orchestration and local infrastructure — running 20+ models in parallel with 100% uptime and no licensing cost.
- Delivered AI use cases across commercial, customer care, insurtech and fintech: on-premise LLM sentiment and intent analytics, a Bill Explainer assistant, competitor monitoring, sales audit automation and insurance lead scoring.
- Overhauled the digital analytics function: stabilised its toolset and workflows and tied insight generation to business goals.
Lead CVM & Analytics
- Key role in the CVM team exceeding its revenue target by 150%.
- Led performance analytics and scaled the Power BI portfolio across market share, revenue, and campaign and CVM activity tracking.
- Designed the marketing data mart and SAS Info Map for the SAS Customer Intelligence rollout, as business-side partner to internal and external implementation teams.
- Ran pre/post campaign analysis and shaped campaign design, defining opportunities and target segments.
Senior Executive, CVM & Analytics
- Contributed to 200% YoY growth in incremental revenue from multi-channel campaigns, using RFM, funnel analysis, and subscriber profiling to sharpen targeting.
- Built a CVM analysis platform in Power BI, a unified quality-of-sales platform across all sales channels, and customer-interaction performance tracking.
Performance Management & Reporting
Marketing Information & Reporting Manager (Marketing BI)
- Owned marketing insight and commercial performance reporting for senior management and MTN Group, with RFM, affinity, and elasticity analysis feeding pricing, churn, and acquisition decisions.
- Defined and maintained the marketing data-mart structure, managed pilot tracking and post-analysis, and supported forecasting and budgeting.
Marketing BI & Analytics Expert (rotation)
- Project manager for a new marketing BI platform and data mart supporting customer analysis, KPI tracking, and business cases.
Business Intelligence Specialist
- Data governance and data-quality programme, data warehouse and ETL design, and a customer lifetime value model used to design offers and rewards.
Business Intelligence Analyst
- Mapped marketing, sales, strategy, and finance requirements into reporting and KPIs, with dimensional modelling for the enterprise data warehouse.
Earlier Experience
- Lab Teaching Assistant, Ahfad University for Women | Jul 2008 – Feb 2011
- Sales Representative, Sudanest Advertising | Jun 2008 – Jun 2009
- Web & Mail Administrator, Ahfad University for Women | Jul 2008 – Nov 2008
Education
MSc Business Analytics
Postgraduate programme, Business Analytics — Decision Making Using Data
B.Sc. (Honours), Computer and Mathematical Sciences
Certifications
- Data Science and Data Engineering Bootcamp, Data Science Dojo | 2024
- Generative AI, DeepLearning.AI
- Google Data Analytics Certificate, Google / Coursera | 2021
- Microsoft Certified: Data Analyst Associate, Microsoft | 2021 (expired 2023)
- SAS Real-Time Decision Manager: Creating and Managing Campaigns, SAS | 2020
- R Programming A-Z: R for Data Science, Udemy
- Data-Driven Marketing: Improve Your Campaign Performance, Udemy | 2017
- Foundation Certificate in Business Analysis, BCS, The Chartered Institute for IT | 2014
- PRINCE2 Foundation Certificate | 2013
- Oracle Certified Associate (OCA), Oracle | 2010
Volunteering
- Member, CAPS Team — Career Advising and Placement Service | Apr 2011 – Present